Today, at the 2016 China Smart Display and Innovative Applications Industry Conference, a data from the AVC Cloud Industry Chain showed that in the first half of the year, there were two changes in the color TV market in China: First, the amount was falling. The volume of retail sales in China's color TV market was 23.51 million units, an increase of 6.9% year-on-year, and retail sales of 71 billion yuan, a year-on-year decrease of 4%. Behind this is the repeated price of television. Second, Internet brands began to squeeze the share of traditional TV brands. The market share of traditional TV brands accounted for 75%, down 3.8% year-on-year, and the share of Internet TV brands accounted for 16%, up 7.9% year-on-year; the retail market share of foreign brands was 9%, down 4.1% year-on-year.
As a whole, China's color TV market in the first half of 2016 has the following characteristics:
I. Channels: Online growth rate of 64% The decline in cable prices was clearly marked by the 8.46 million units of retail sales in the first half of 2016, an increase of 64% year-on-year, accounting for 36% of the overall market; retail outlets of offline entities showed varying degrees of Decline, among which the department store channel and other entity stores had the largest decline, which dropped by 16% and 19% respectively year-on-year.
II. Brand: In the first half of 2016, brand competition in the color TV market became more intense and intense. On the one hand, the share of foreign brands shrank, and the overall share fell by 4.9%. On the other hand, traditional brands and Internet brands started to face each other from online to offline markets. In the first half of the year, Internet TV brands that did not appear in TV shares have made rapid progress. The contest between the old and new color TV companies has expanded from the online to the offline market. It can be described as “half of the sea water is half of the flameâ€.
3. Price: 10.2% lower than the same period of last year The low price has already become a stepping stone for the Internet TV industry to enter the color TV industry. High and low price is almost a compulsory course for every Internet TV brand. In the face of the attack of Internet brands, traditional brands have to attack. , TV market into a low price quagmire. According to AVC data, the average retail price of China's color TV market in the first half of 2016 was 3,020 yuan, a year-on-year decrease of 10.2%.
Fourth, the product: large size, 4K is standard, HDR has become the focus
In the first half of 2016, the penetration rate of smart TVs reached 79%, the activation rate was 87%, the number of active users on the terminal reached 38 million, and the duration of single use of TV APP was 53 minutes. At present, smart TVs have been linked with smart boxes, VRs, mobile phones, cameras, smart white appliances, and other furniture devices. With the continuous development of these smart terminals, smart home systems with smart TVs will be more complete. As of the first half of 2016, the retail volume of Chinese OTT boxes was 7.107 million units, up 20% year-on-year. In the first half of 2016, the retail volume of China’s VR was 3.93 million units, an increase of 918% year-on-year. The retail volume of mobile phones was 205 million units. Taiwan, a year-on-year drop of 2%.
60-inch and above smart TV size will gradually be sought after by people. In terms of size, the color TV market has a star size of 55 inches in the first half of 2016, a market share of 21.8%, an increase of 10.1% over the previous year; a 65-inch market share of 3.6%, an increase of 2.2% over the previous year; 55+ TV market share It was 28.8%, an increase of 11.8% from the previous year. 43-inch accelerated replacement of 42 inches, with a market share of 12%, an increase of 9.4% over the previous year.
Since its rise in 2013, 4K television has been growing at an alarming rate. In the first half of the year, the penetration rate of 4K TV in the Chinese color TV market reached 43.7%. In large-size televisions larger than 55 inches, the penetration rate of 4K TVs has reached 80.6%, and it is expected that 4K will become a standard for large-size TVs and will soon be realized.
The main core factor affecting the picture quality of TV is the definition. From the initial SD upgrade to 720P, 1080P, to the current 4K, or even 8K, the definition of picture quality continues to move toward higher levels. On the other hand, this indicator, which affects the dynamic range of brightness of television picture quality, has remained at the level of several years ago, and this is also the main reason why the contrast ratio of LCD TVs is not high enough and the picture lacks contrast. In 2016 HDR (High Dynamic Range) technology will be widely used in television. The advent of HDR technology will complement the shortcomings of LCD TV display technology, which can effectively expand the photometric rating of TVs to enable them to display deeper blacks and brighter. white.
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